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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Required budget = target reach ÷ 1000 × CPM — the standard CPM cost formula used in reverse: instead of computing impressions from a budget, this computes the budget needed for a target number of impressions.
The 'target reach' field in this formula is a count of impressions, not unique people: if one person sees the ad more than once on average (frequency above 1), unique audience reach will be smaller than the impression count entered.
To plan both unique audience reach and per-person frequency at the same time precisely, use the separate reach and frequency calculator — it links both figures directly, not just through CPM.